Definition | Meaning:
- A mnemonic device in which two or more words correspond in sound.
Example | Illustration:
In English, ‘tall’ and ‘ball’ rhyme.
Category Archives: Branding Glossary
range brand
Definition | Meaning:
- A brand which extends across several categories, usually related.
Example | Illustration:
- Gillette’s Oral-B range brand
- General Electric
- Mitsubishi
Compare | See
- megabrand
line extension
Definition | Meaning
- Any variation of an existing product or service which shares its parent brand’s key characteristics but which is distinguished by a new benefit (flavor, size, etc.).
Compare | See
- parent brand
- sub brand
host brand
Definition | Meaning
- A brand which promotes as one of its key elements an ingredient brand.
Compare | See
- ingredient brand.
genericide
Defintion | Meaning
- The process by which a trademark becomes synonymous with its associated category, to the point it may cease to be legally protectable.
Example | Illustration
- Google brand search engine > ‘to google’
- Rollerblade brand inline skates > ‘to rollerblade’
- Xerox brand photocopier > ‘to xerox’
Note
- To a trademark attorney, genericide is a major headache, but, to a marketing professional, it can be the classic good problem to have. It means that your offering is dominating its category, and you must pair your brand name with an existing or new category descriptor.
fanciful name
Definition | Meaning
- A brand name invented without apparent reference to any other word in the lexicon.
Example | Illustration
- Kodak is the classic example of a fanciful trade name.
- Oreo is the classic example of a fanciful product name.
exonym
Definition | Meaning
- A place name which is pronounced or spelled very differently in its language of origination.
Example | Illustation
- The Italian city of Firenze is typically referred to in English as Florence.
corporate brand
Definition | Meaning
- Any brand associated with a company or organization rather than a specific product or service.
Example | Illustration
Etymology | Origin
brand landscape
Definition | Meaning
- The competitive brand landscape within a category or across related categories.
Example | Illustration
Etymology | Origin
- coined from brand + landscape
brand strategy
Definition | Meaning
- A systematic, comprehensive plan for the development of a brand.
Example | Illustration
Etymology | Origin